Domino’s Mobile App Development
The apps that changed the order
Client
Domino’s Mobile App Development
Industry
Food & Beverage
Domino’s isn’t just a pizza company—it’s a digital ordering pioneer. Long before food delivery apps became the norm, Domino’s invested in mobile, tablets, wearables, and voice technology to give customers more control and transparency. Detroit Labs partnered with them to bring these experiences to life—from native apps across platforms to Dom voice ordering, the immersive iPad Pizza Builder, and the Pizza Tracker that changed how people experience waiting.
Domino’s needs little introduction. In 2009, Domino’s former CEO Patrick Doyle kicked off the Pizza Turnaround campaign. This “mea culpa” moment saw a revitalization of their brand and a focus on technology that set them far apart from their competition. In 2011, we worked with Domino’s to optimize their iPhone and Android apps and subsequently cement their position as a disrupter and innovator in the pizza space with new products and features like the 3D Pizza Builder, wearable support, and the pizza tracker. All this work together resulted in higher tickets, greater order accuracy, higher customer satisfaction, and digital ordering accounting for more than 40 percent of their U.S. sales.
The Challenge
Domino’s needed digital solutions that weren’t just functional—they had to feel effortless. Customers expected fast, reliable, and intuitive experiences across a growing array of devices: smartphones, tablets, watches, and voice assistants. At the same time, Domino’s wanted to reduce the anxiety of the waiting experience. Delivering this breadth of technology quickly, while preserving brand voice and reliability, was the core challenge.
The Vision
Domino’s saw a future where ordering pizza was as natural as sending a text or speaking a command. They wanted to meet customers wherever they were—on the go with a watch, sitting with an iPad, speaking to a voice assistant, or simply checking the Pizza Tracker for visibility into their order’s progress. We framed the vision around seamless, customer-first experiences with transparency built in—making every step measurable and delightful.
The Process
Detroit Labs applied our proven agile approach, but what set this partnership apart was the ability to scale with Domino’s as their digital ambitions grew. The core iOS and Android apps required constant iteration to stay fast, reliable, and customer-friendly. At the same time, Domino’s wanted to explore new platforms—from the 3D iPad Pizza Builder to a Windows Phone app to voice ordering with Dom.
Rather than splitting focus or slowing down, we scaled our efforts to meet these needs in parallel. That meant standing up new teams when Domino’s wanted to experiment, then folding learnings back into the core mobile experience. This flexible partnership allowed Domino’s to push into emerging platforms without losing momentum on the digital products driving the bulk of their business. Agile sprints, close collaboration, and continuous feedback kept every initiative aligned with customer expectations and Domino’s brand standards.
The Solution
The partnership delivered more than individual apps. Together, we built an ecosystem that grew in step with Domino’s digital strategy. The foundation was the iOS and Android apps, which became the primary channel for millions of customers to order, customize, and track their pizzas. As that core matured, Detroit Labs scaled with Domino’s to explore new opportunities: a Windows Phone app to reach additional users, a 3D iPad Pizza Builder that turned customization into a visual, interactive experience, and wearable integrations that brought ordering and tracking to the wrist.
When voice interfaces began to emerge, we partnered with Domino’s again to launch Dom, the voice-activated ordering assistant. Like the Pizza Tracker before it, Dom showed how Domino’s could lead the industry by turning a new technology into a useful, everyday customer tool. Each of these expansions tied back to the same promise: ordering should be fast, transparent, and available wherever the customer is. By scaling with Domino’s needs, Detroit Labs helped them build not just apps, but a digital platform that became a model for the entire quick-service industry.
Over time, Domino’s digital transformation has delivered remarkable results. Today, over 85% of U.S. retail sales come through digital channels, including website and app ordering. More than 50% of overall orders stem from digital avenues, with half of those placed on mobile devices. Dom, their voice assistant, has processed 500,000 orders since its 2014 launch, showing early traction in voice commerce. With more than 15 digital ordering channels, including voice, social, wearables, and smart TVs, Domino’s has become a model for digital convenience. These innovations didn’t just raise engagement—they helped drive loyalty, higher order frequency, and cement Domino’s as a tech-forward leader in the quick-service sector.
